What is Guerrilla Marketing and the Guerrilla Mindset?

Unconventional. Agile. Unexpected. Innovative. Low Overhead Cost. Nimble. Interactive. High Satisfaction. High Profits. Balanced Lifestyle. Happy Customers. Generous. Joyful. Focused on Success.

Connect with the Guerrilla Community.

Engage your ideas.

Develop or grow your Guerrilla mindset.

These are just a few of the terms to describe the results of the Guerrilla mindset. Those who possess the Guerrilla mindset have an appreciation for traditional thinking but embrace the enlightened opportunities that allow them to live differently. They grow and thrive together in the Guerrilla Community.

Guerrilla entrepreneurs define success not only by the standard notion of finances, but also by the blessed notion of balance - between work and leisure, work and family, work and humanity and work and self. They thrive on the nontraditional, do the unconventional if the conventional is nonsensical, and know that the real name of the game is the journey - the best of all goals. When the journey is the goal, you can begin with work that satisfies you, spend time enjoying activities other than work you love, and gain a remarkable freedom from work-related stress. You also bond with others in the Guerrilla Community where you interact, give and receive love and support and understand that fun is not pursued, rather it's the essence of daily living.

Guerrilla Marketing is the beginning of the Guerrilla mindset journey. Guerrilla Marketing is a strategy in which low-cost unconventional means are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term Guerrilla Marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.

The concept of Guerrilla Marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, Guerrilla Marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.  Guerrilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources.  The objective of Guerrilla Marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral.

Guerrilla Marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Sales is not the primary metric to measure business success, instead profit is the measurement. Guerrillas place emphasis on retaining existing customers instead of solely focusing on acquiring new ones.

The Guerrilla Community is a family of like-minded and success oriented people doing everything it takes to make victory the norm for their life.

Jay Conrad Levinson


Jay Conrad Levinson was the author of the best-selling marketing series in history, “Guerrilla Marketing,” plus 58 other business books. His books have sold more than 20 million copies worldwide. And his guerrilla concepts have influenced marketing so much that his books appear in 62 languages and are required reading in MBA programs worldwide.

Jay taught guerrilla marketing for ten years at the extension division of the University of California in Berkeley. He was a practitioner of it in the United States — as Senior VP at J. Walter Thompson, and in Europe, as Creative Director of Leo Burnett Advertising.

A winner of first prizes in all the media, he was a part of the creative teams that made household names of many of the most famous brands in history: The Marlboro Man, The Pillsbury Doughboy, Mr. Clean, Tony the Tiger, Allstate’s good hands, United’s friendly skies, the Sears Diehard battery, Morris the Cat, and the Jolly Green Giant.

He was the Chairman of Guerrilla Marketing International and The Guerrilla Marketing Association — a marketing support system for small business.. His Guerrilla Marketing is a series of books, workshops, CDs, and videos. 

Guerrilla Marketing is a way for business owners to spend less, get more, and achieve substantial profits. The best guerrilla to transform you into a guerrilla marketer is – The Father of Guerrilla Marketing: Jay Conrad Levinson!

Jeannie Levinson, Co-Founder of the former “Guerrilla Marketing Association” and “Guerrilla Business University" as well as the former President of “Guerrilla Marketing International.  She is a successful entrepreneur for over 40 years. With her late husband, Jay Conrad Levinson, she Co-Authored: "Guerrilla Marketing (4th Ed)", "Startup Guide To Guerrilla Marketing", "Guerrilla Creativity", "Guerrilla Marketing For Free", "Guerrilla Marketing Field Guide", "The BEST of Guerrilla Marketing":Guerrilla Marketing Remix", and "Guerrilla Success" - 4 of which are best selling books.

See what people have to say:


If you are a small business owner looking to increase the profits in your business without spending more money, then the Guerrilla Marketing Intensive is the course for you. You will not regret it.      - Donna Galante


I had a rough business plan with some good ideas before attending the Guerrilla Marketing Intensive. Now I have an Amazing Guerrilla Marketing Plan, along with a 12 month Marketing Calendar filled with actionable items. I am 100% sure the investment will pay for itself 10x over.     - Dan Clapper


Guerrilla Marketing Intensive is more than an overview. It was practical and actionable. I can start using what I learned on Monday.     - Bob Bare